In a major development for Canada’s expanding luxury market, TimeVallée has opened its first flagship store at Montreal’s highly anticipated Royalmount shopping centre. This store marks TimeVallée’s debut in Canada and its 50th boutique worldwide, signifying the brand’s commitment to broadening its international presence. In partnership with Maison Birks, a Canadian luxury icon, TimeVallée offers a curated selection of prestigious watch brands, blending rich heritage with modern craftsmanship.

Jean-Christophe Bédos, President and CEO of Birks Group, expressed his enthusiasm about the partnership: “We’re thrilled to bring something entirely new to the Canadian market. TimeVallée offers an international luxury watch experience that is perfectly aligned with the growing demand for high-end retail in Canada. With Royalmount poised to become a major luxury destination, we’re confident that TimeVallée will help solidify that status.”

For Emmanuel Perrin, CEO of TimeVallée and Head of Specialist Watchmakers Distribution, running Richemont’s Specialist Watchmaker’s Maisons, the expansion into Canada was a natural progression: “Canada is a market we’ve had our eye on for some time, and partnering with Birks made perfect sense for us. We’ve had a longstanding relationship with Maison Birks through several of our brands, which allowed us to hit the ground running. This Montreal boutique is just the beginning, and we have exciting plans for the future.”

A global gateway to luxury watchmaking: TimeVallée

Founded in Switzerland, TimeVallée, a Richemont brand, is renowned for offering an immersive and educational luxury watch retail experience. Unlike traditional mono-brand boutiques, TimeVallée brings together over 30 prestigious watch Maisons under one roof. The Montreal boutique includes iconic brands such as Baume & Mercier, Cartier, Chopard, Grand Seiko, Jaeger-LeCoultre, Panerai, and Piaget, making it a destination for both seasoned collectors and newcomers to the world of luxury watches.

The store’s design plays a crucial role in creating an inviting and luxurious atmosphere. The 2,800 sq. ft. space at Royalmount is inspired by the curves of Swiss valleys, with a colour palette of golden and champagne hues that reflect the elegance and craftsmanship of the watches. Each brand has its own dedicated space within the store, allowing customers to explore the unique heritage of each Maison.

Photo: Olivier Blouin

Photo: Olivier Blouin

Photo: Olivier Blouin

Photo: Olivier Blouin

“We designed TimeVallée to be open and welcoming, so customers can fully immerse themselves in the art of watchmaking,” said Perrin. “It’s about creating a space where both seasoned collectors and newcomers feel comfortable. We want to inspire a new generation of watch lovers who might be taking their first steps into the world of luxury watches.”

One of the store’s standout features is its interactive and educational approach. TimeVallée aims to demystify the world of luxury watches by making it accessible to everyone. “Our goal is to create an experience where customers can learn about the intricate craftsmanship behind each timepiece. Whether you’re here to make a purchase or simply explore, we want TimeVallée to feel like a welcoming space for all,” Perrin added.

The future of Canada’s luxury market

The opening of TimeVallée at Royalmount is part of a broader effort to elevate Canada’s luxury shopping landscape. With other high-end brands like Rolex (operated by Raffi Jewellers), Gucci, Louis Vuitton, Michael Kors, Saint Laurent, Sandro, Versace and more, are also setting up shop at Royalmount, this new shopping centre is expected to rival Toronto’s Yorkdale Shopping Centre as a key luxury hub. For Montreal, Royalmount represents a significant leap forward in the city’s ability to attract high-end retailers and cater to the growing demand for luxury goods.

“Royalmount is a game changer for Montreal,” said Bédos. “It’s been a long time coming, but we’re finally seeing the infrastructure that high-end brands need to thrive in Canada. We believe this will become a focal point for luxury shopping not just in Montreal, but across the country.”

Bédos emphasized that Canada’s shifting demographics are driving the demand for luxury products. “Canada’s population is growing by about a million people a year, and many of these new Canadians come from countries where luxury shopping is part of their lifestyle. We’re seeing increased demand for high-end products, and TimeVallée is well-positioned to meet that demand.”

Some of the best dressed in attendance at the grand opening:

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Our editor-in-chief, Steven Branco, in attendance at the first Canadian flagship of TimeVallée in partnership with Maison Birks. (Photo: Jimmy Hamelin)

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Chef Oliver Perret and his team from Le Renoir Montreal restaurant. (Photo: Jimmy Hamelin), who recently also worked with Air France on the redesign of their inflight menu.

Photo: Jimmy Hamelin

Photo: Jimmy Hamelin

Looking ahead: Expanding TimeVallée’s presence in Canada

The Montreal boutique may be TimeVallée’s first Canadian location, but it certainly won’t be the last. TimeVallée has ambitious plans for the Canadian market, with the next store set to open at Vancouver’s Oakridge Centre in 2025. Perrin noted, “This is just the beginning for TimeVallée in Canada. We’re excited to bring our unique approach to other cities and continue building relationships with Canadian luxury consumers.”

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As Canada’s luxury market continues to expand, the arrival of TimeVallée and the development of Royalmount signal a new era for high-end retail in the country. With its focus on heritage, innovation, and accessibility, TimeVallée is poised to make a lasting impact on the Canadian luxury landscape.

Perrin concluded, “The luxury watch industry is evolving, and so are our customers. We want TimeVallée to be a place where people come not only to shop, but to learn, experience, and connect with the world of fine watchmaking. We’re excited to be part of Canada’s growing luxury scene.”

Editors' note: Photos all courtesy of TimeVallée and Maison Birks, whom hosted a member of our team at the grand opening. All opinions expressed herein are our own.

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